The article is dedicated to the issue of the EU macro-regional strategies, first of all the EU Strategy for the Danube Region (EUSDR), in a contrast to the classical transborder cooperation. The author pays special attention to the Ukrainian participation in the EUSDR, challenges and opportunities it presents for regional development, involvement in the EU projects, and better implementation of the Association Agreement. The author argues that macro-regional strategies are a broader and more flexible tool for cooperation, involving national coordination across countries, maximum involvement of central and regional authorities, and policy-making for regional development.